The campaign targets the use of celebrities and cartoon characters in particular.

 

Over 50 consumer groups are throwing their weight behind the campaign which is viewed as a voluntary code of practice.

 

Professor Philip James is the Chairman of the International Obesity Task Force and he explained why the billions of pounds spent on advertising food or soft drinks is to blame: "It is vital that, as well as governments, food industry leaders support the new standards we propose.

 

We challenge the giants of the food and beverage industry to demonstrate they really do want to be part of the solution, not part of the problem."

 

Prof Arne Astrup, President of the International Association for the Study of Obesity (IASO), said the Association, representing 10,000 obesity specialists in 55 countries, backed the proposals for tough new measures to curtail the promotion of products that are high in fats, sugar and salt (HFSS) as well as sugar-laden soft drinks: "The time has come for all concerned to recognise that an international code, enforceable in law, is the best way forward.

 

"Voluntary measures and individual pledges from some companies offer inadequate protection when children are being targeted on the internet, by mobile phone as well as via television, and especially in developing countries where these kinds of calorie-dense foods can have a devastating impact on children's health."

 

The proposed code would require a ban on all advertising of junk food and caloric soft drinks to children under 16 on television up to a 9 pm watershed and complete restrictions on internet promotions of junk food to children, where children's online games are often used as selling techniques.

 

The draft code was developed by Consumers International in conjunction with the International Obesity TaskForce (IOTF), the policy and advocacy arm of IASO.

 

Dr Tim Lobstein, director of childhood obesity programmes, said the proposed code provided a model which provided a firm basis for the recommendations that WHO could place before health ministers.

 

"In a globalised world, broadcast advertising and marketing using the internet and other techniques know no borders. That's why it is vital that WHO provides strong leadership for an international code to set out the standards everyone should adhere to and to which individual countries can afford the force of law," added Dr Lobstein.

 

The World Health Organization was handed a mandate last year to draw up its own set of recommendations on marketing to children, and is expected to begin a consultation process with governments, industry and NGOs over the next 12 months.